ITC’s ‘Savlon Healthy Hands Chalk Sticks’ campaign has been a big winner at Cannes PR Lions 2017. It has secured top honors with a Gold in the Healthcare & Wellbeing category and a Bronze in the Corporate Communication & Reputation category. The PR strategy for the campaign was executed by PR Pundit, one of the few independent PR firms to win at Cannes 2017, in close consultation with the PR & Media team at ITC. The campaign, conceptualised by Ogilvy & Mather and produced by Good Morning Mumbai, was aimed at encouraging behavioural change towards washing hands among children.
Commenting on the win, a first among PR firms in India, Archana Jain, Founder and Managing Director, PR Pundit, said, "We are delighted with the recognition. ITC Savlon trusted us to deliver on the campaign and we are glad we could bring about a change through our initiatives. We are proud that our efforts have been able to build trust and influence grass-root organisations to adopt the use of Savlon Healthy Hands Chalk Sticks in their school programs.”
Launched on Children’s Day November 2016, the Savlon Healthy Hand Chalk Sticks campaign was introduced to engage children in primary schools and emphasise the importance of washing hands before eating. The chalk sticks are infused with cleansers like soap that generate lather when hands are placed under water. This makes for an engaging and memorable experience for children and in turn helps in inducing behavioural change.
Apart from the win in the PR Lions category, PR Pundit also secured a Bronze Lion in the Health & Wellness Lions at Cannes for the same campaign.